Header Bidding
Header bidding (aka first look) is an advanced programmatic advertising method that enables advertisers to first look at and pre-bid to publisher inventory available in ad exchanges and SSPs (Supply-Side Platform) simultaneously.
Header bidding can be seen as an alternative to Google waterfall.
Get Featured On Mobile Marketing Reads!
We help companies in the mobile marketing ecosystem to reach a qualified, engaged audience for branding, thought leadership,and lead-generation.
LATEST MOBILE MARKETING NEWS
in NewsAd Tech Leaders Launch Open ‘Ad Context Protocol (AdCP)’ to Standardize AI Agent Communication in Advertising
A coalition of major ad tech and AI firms has introduced the Ad Context Protocol (AdCP) — an open technical standard designed to enable AI agents to communicate directly across the digital advertising ecosystem. The initiative, unveiled on October 15, aims to modernize the infrastructure of media buying and selling as AI-driven systems increasingly take […] More
- in News, Trends & Reports
Global food delivery and rideshare apps surge in 2025 as India leads market expansion and ad wars intensify
The global gig economy is entering a new phase of expansion in 2025, with both food delivery and rideshare apps posting strong growth driven by emerging markets, increased ad spending, and strategic partnerships reshaping competition. According to the State of Food Delivery & Rideshare 2025 report, global downloads for food delivery apps climbed 40% year-over-year […] More
- in News, Trends & Reports
Report finds traditional ad measurement falling short, calls for MMM to reveal true ROI
A new report from TikTok, Kochava, and Kantar argues that the advertising industry’s long reliance on Last Touch Attribution (LTA) is no longer sufficient for measuring true campaign effectiveness, especially in an era of privacy regulations and fragmented media consumption. The study, titled “Beyond Last-Touch: How Media Mix Modeling (MMM) Fills the Gaps of LTA […] More
